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Determinations of System Justification versus Psychological Reactance Consumer Behaviours in Taboo Markets

Badewi, Amgad, Al-Khalifa, Eman, Eid, Riyad, Laker, Ben (2022) Determinations of System Justification versus Psychological Reactance Consumer Behaviours in Taboo Markets. Information Technology and People, . ISSN 0959-3845. (doi:10.1108/ITP-12-2018-0555) (KAR id:92723)


Purpose: This research aims to understand the determinants of consumers' behaviour and motivations to buy taboo items online. Two theoretical lenses, theories of psychological reactance and system justification, are invoked to frame the role of online shopping in shaping consumer behaviour in taboo markets. Design/methodology/approach: A naturalistic inquiry paradigm was used to test a sample of 34 Saudi women who were buying taboo products online. Findings: The determinant of such behaviour is based on differences in understanding the ritual restrictions between people, their society and their country. The four principal attitudes towards restrictions are justifying, accepting, rejecting and reacting. These attitudes frame five motivations: satisfying the restriction, to be unique, but aligned with social norms; breaking social norms; aligning one's self-image to liberal societies; and joy in challenging legal restrictions. The motives for online shopping are justification/utilitarian, to accommodate other restrictions in going to local markets; and reactance hedonic, to break restrictions. These motivations create seven different patterns of online shopping behaviour. Originality/value: This research contributes to the literature by presenting an alternative perspective on online shopping motivations for taboo products. Furthermore, this research calls for a new socio-psychological theory for understanding the role of technology in influencing consumer behaviour in restrictive societies.

Item Type: Article
DOI/Identification number: 10.1108/ITP-12-2018-0555
Uncontrolled keywords: Shopping; Online Shopping; Restrictive Society; Saudi Arabia; Qualitative Analysis
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Leadership and Management
Depositing User: Amgad Badewi
Date Deposited: 16 Jan 2022 21:38 UTC
Last Modified: 21 Mar 2022 16:36 UTC
Resource URI: (The current URI for this page, for reference purposes)

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